Trends are always changing, but one thing is certain for all companies: a digital presence is necessary. Whether consumers are looking for brick-and-mortar or digital solutions, 68% of B2B buyers prefer to research independently online before engaging with a company. So don’t fall behind your competitors. In short, you’ve got to develop and strengthen your digital strategy to remain relevant, stay up to date, and reach new audiences.

Whether your business is a high-tech firm or you sell paper products, you must have a strong digital presence in a saturated market. You need a presence that caters to your audience and allows you to connect with your audience members on their preferred channels.

Digital Strategy Focus Areas

Here are the top four digital strategy focus areas that will help bolster your company, setting you apart from the competition.

digital user experienceWebsite: Avoid User Experience Mistakes

Consider your audience as you develop your digital strategy. Good web design is crucial to:

  • Brand establishment
  • User engagement with your online content,
  • Promotion of your goods and services

Remove engagement hurdles by creating a mobile responsive website with clear messaging and good user experience. If a site isn’t optimized, mobile users are five times more likely to abandon a task. And, let’s not forget that 79% of users that don’t automatically find what they are looking for will jump to another site to continue their search.

Social Media: Get the Word Out

Social media is a popular and versatile tool. With 4.55 billion people on social media as of October 2021, you don’t want to leave that opportunity open for your competitors to grab.

Social media is a great tool for sharing content and getting the word out about your company.  Here’s the thing though…you’ve gotta engage with your audience to maximize your outreach. Answer questions, comment, offer exclusive opportunities and be active where your buyers are. Research shows that salespeople who engage with social selling have 45% more sales opportunities and are 51% more likely to hit quota.

digital marketingContent: Consider Your Buyers

Write and feature content that engages your buyers.  and speaks to the different stages of the buyer’s journey. Offer various types of content for different kinds of buyers and make sure they can easily find your content on your website, through search engines, and on social. . According to the Content Marketing Institute, content marketing gets three times more leads than paid search advertising.

Buyers, especially Millennials, like to research before they engage with a company. Blog posts, videos, infographics, and more, when presented at the right stage of purchase and to the right audience, help to create an effective content strategy that will increase your conversions. To best attract your customers at the right time, mix in multiple content types:

  • Blogs
  • eBooks/Pillar Pages
  • Whitepapers
  • Video – incorporate throughout your site with client testimonials, company overview, vlogs, etc.
  • Infographics
  • Webinars
  • Podcasts

There are 4.55 billion people on social media. That’s a buttload of people!  Google, the most popular search engine, sees an estimated 5.6 billion searches performed every single day. Therefore, organic search can drive a lot of traffic to your site when you put effort into your SEO strategy. 

To improve your odds at ranking higher on the search and attracting the right audience, work to optimize your website and content by improving your on-page, off-page, and technical components.

  • ON-PAGE: This refers to the keywords, titles, and text on different types of content on your site.
  • OFF-PAGE: Work on developing a portfolio and establishing a strong presence in the industry by increasing your outreach to popular organizations and publications.
  • TECHNICAL: Reduce and eliminate errors that might cause confusion to your readers and to search engine crawlers.

Get Your Digital Strategy Checklist

Most buyers today start problem-solving through search engines. If you don’t appear in the results and don’t have accessible or applicable content, your buyers will go to your competitors. Don’t close yourself off; increase your potential by including your website, social media, content, and SEO in your plan.

Use our B2B Digital Strategy Checklist to quickly identify areas of improvement and growth that will elevate your company above your competitors. Reap the benefits of developing a digital strategy that works!

We’re here to make you productive, effective, and successful with your content and inbound marketing. Get business results. Get recognized.

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Get Your Digital Strategy Checklist

[Updated for 2022]
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About the author

Alanna Jackson is a founding partner at Jackson Marketing, Inc., a marketing firm located in Dunedin, Florida. In addition to her work at Jackson Marketing, Alanna is a co-host of The B2B Mix Show podcast. You can follow Alanna on Twitter at @alanna_jax and connect with her on LinkedIn.